1. Start with Video
https://youtu.be/xkxvEz6qxnw?list=PLzD
1AR9Yb5i6fmP7KWTLAVKyJEHFT0faK

2. Emerging
Technologies in
Search
Amy Labroo
Sr. Director, Emerging
Technologies
Amy.labroo@wyn.com
K
Search Insider Summit
June 12, 2015
Z
Who is my
audience?
x
How personal do I
get?!
(
Every great
change is preceded
by chaos
b
8
5
$
a
>
[K
S
9
What happened to
the funnel?

3. THE
PURCHASE
FUNNEL
BEGIN
end
THE
LANDSCAPE
OF
SHOPPING
I
INTENT
BASED
MARKETING
II
CONVENIENCE VOICE
V
MICRO-
MOMENTS
VII
WHAT TO DO
NEXT
VIII
PRESENTATION summary
III
INFORMATION
IV
VI

4. “If someone from the 1950s suddenly
appeared today, what would be the most
difficult thing to explain to them about life
today?”

5. I possess a device, in my pocket, that is
capable of accessing the entirety of
information known to man.
I use it to look at pictures of cats and get
into arguments with strangers...

6. …I also use it to shop

7. We’re always shopping
Hotel
Walk Ins
Traditional E-Commerce MultiChannel OmniChannel
Customers
shop at brick
and mortar
store
Customers
shop online
on
eCommerce
websites
Customers
use multiple
channels to
find & book
on
eCommerce
sites
Customers
engage
anywhere via
integrated,
seamless
experiences –
multi device,
multi channel
Consumers have a more complex customer journey now than they have ever had.
They have access to your brand, products, and services all the time.
Immediate
Future
One to One
Marketing –
Customers
want Instant
gratification
that is
personalized
to their needs
- immediately

8. Traditional shopping involved limited options
Hotel
Walk Ins
Bulk of revenue
came from
walk-ins
Walk Ins
Call
Center
Call & Ship
Mail order/Fax
Ship

9. eCommerce allows consumer to book through
various mediums
Hotel
Walk Ins
Online shopping
Brand
Websites
Direct
eRetailers
Search:
Organic & Paid
eMail

10. MultiChannel allows disparate single points of
marketing to reach the customer
Hotel
Walk Ins
Various disconnected
channels for customers
to use independently
Search: SEO,
Local,
Paid, Display
Social Media
eMail & Affiliate
Mobile,
Tablet,
Desktop
Walk-ins

11. OmniChannel empowers the customer to buy what
they want, from wherever they want and at any time
Customers expect a
seamless integrated
experience through any
channel, any device,
anywhere
Social
Desktop,
Tablet,
Mobile
eMail &
Affiliate
Search: SEO,
Local, Paid,
Display
Call Center
Walk Ins
Tribes,Personas
& Personalization

12. Immediate Future: Instant Gratification, Hyper Local,
Customized & Personalized Experience
OmniChannel marries data
science resulting in a very
immediate & customized
experience
Beacon
Technology
Search:
SEO, Paid,
Local, Display,
Image, Voice, Video
Wearables
Digital
Assistants
Geofencing
One to One
Marketing
Augmented
Reality
Voice Recognition
Search
Predictive
personalization
Walk-Ins

13. What is the Picture supposed to be?
Connecting The Dots

15. The Purchase Funnel Customer Decision Journey

16. With so much information out there,
how do we know what the Customer
Intends to do?

17. “Grand Central Station NY”
[EXPLICIT]
Consumer is on an iPhone, standing on 53rd and 6th,
and recently searched for a restaurant in Hartford
[IMPLICIT]
Implicit Techniques Tell the Stories Consumers Won’t

18. Categories of Search Intent
Navigational
Drives the searcher to a pre-
determined destination
Commercial Investigation
Aids researching while
implies a future transaction
Transactional
Aids the searcher in making
a purchase or completing a
specific task
Answers a question or clarifies an uncertainty
Informational

19. Intent Based Marketing/Targeting
Demo
Data
Location
Keywords
Timing
Real-time signals = personalized results

20. Got anything besides cats?
Information

21. The Invisible (Deep) Web
What is it? How Big?
How does it effect my
business?Why is it important?

22. …it’s all about me
Marketing is more
than targeted…

23. Siri, Google Now, Cortana, Oh My
Voice

24. Digital Assistants & Voice Search
Artificial intelligence
combines machine
learning & voice
recognition
Not necessary to open a
Browser or use a keyboard
Speed Based Interaction
Smart Advisors &
Voice Optimization

25. What does this mean for us?
• Keywords Take Another Step
Back
• Semantic Search Becomes
More Important
• Search Needs Are More
Immediate
• Content that answers
questions
– Advises, Informs & Assists

26. …But I can still see the cats, yes?
Convenience

27. Mobile Payments & the Digital Wallet
MOBILE PAYMENTS:
• Google Wallet
• Apply Passbook
• Lemon Wallet
• Swyp Card

28. Search on the go: Beacons, wearables, augmented reality
Beacons
Wearables
Biometrics
Glass
Augmented Reality /Bionic Eye

29. … will eventually be replaced by mind bending devices

30. Surprise and delight
MicroMoments

31. Micromoments

32. Key Take Aways: Customer is the new Boss

33. END with Video
https://www.youtube.com/watch?v=b82Q
uinl7ac&list=PLzD1AR9Yb5i6fmP7KWTL
AVKyJEHFT0faK&index=2

34. THANK YOU
Amy Labroo
Sr. Director, Emerging
Technologies
K
Search Insider Summit
June 12, 2015
ZI want to know. I
want to go. I want
to do. I want to
buy
x
Know your
consumer
(
Customer is the
New Boss
b
8
5
$
a
>
[K
S
9
Those who look
only to the past
or present are
certain to miss
the future. ... -
JFK